Sport For Good Playbook Part One: Strategise

Part one of a new content series detailing how brands can use their investments in sport to drive meaningful change.
Last year SportsPro and Laureus teamed up to launch the Laureus Sport For Good Index, an annual list of the brands that are leading the way in delivering positive social or ecological impact through sport. The purpose of the Index is to shine a light on those organisations that are having a meaningful impact, celebrate their successes, and provide compelling evidence for the role that sport can play in driving sustainable change.
But the Index itself was only the start. In year two, our aim is to go one step further by providing actionable insights and real-world case studies that will equip brands with an essential toolkit as they embark on their sport for good journeys.

To that end SportsPro and Laureus, with the support of presenting partner Salesforce, are collaborating to produce an exclusive content series outlining how brands can create and implement a fit-for-purpose sports sustainability strategy, drawing on best practice and learnings from the inaugural Laureus Sport For Good Index cohort.

Running until November, the five-part series will serve as a reference point for any brand looking to ensure their efforts in sports sustainability are financially viable, champion a clear and compelling message, inspire and mobilise communities, and are measured and reported frequently and transparently.

So where to begin? What must brands consider from the outset? And what are the critical ingredients for a successful sports sustainability strategy?

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